SEO for Jewelers
A simple (but effective) step-by-step guide to build a targeted SEO jewelry business marketing strategy.
What is SEO for jewelers?
Search engine optimization (SEO) is the process of optimizing a website or web page to increase its visibility in search engines, such as Google and Bing.
SEO is crucial for any jeweler or jewelry business looking to attract more customers, as the higher a website ranks on search engines, the greater the chance potential buyers will visit your site.
Think of it like jewelry care for your website.
Just as regular care keeps your jewelry sparkling and in top condition, SEO ensures your website is ‘healthy’ and easy for search engines to find, helping you drive more traffic and increase sales.
Did you know?
- 99% of people use the internet to search for local businesses. (Source: BrightLocal)
- Consumer use of Google to evaluate local businesses has leapt from 63% in 2020 to 81% in 2021. (Source: BrightLocal)
- Mobile devices are used for over 50% of all online searches. (Source: Statista)
A person searching for a jeweler on Google may use a search query like “jeweler near me” or “best jewelry store in [city name]”.
They may search for specific products or services such as “custom engagement rings”, “jewelry repair services”, or “buy gold necklaces”. Some may even include budget or material preferences in their search, like “affordable diamond rings” or “handmade silver jewelry in [city name]”.
To benefit from SEO, you want your website to rank for these types of searches, ensuring potential customers can easily find your business when looking for jewelry-related products and services.
Why is jewelry business SEO important?
Here are some of the benefits of using SEO for your jewelry business:
- Increased visibility: SEO helps increase the visibility of your jewelry website on search engines, making it more likely that potential customers will find you when searching for jewelry, rings, necklaces, or other accessories.
- Cost-effective: Compared to traditional advertising methods like print or TV, SEO offers a cost-effective way for jewelers to attract new customers without breaking the bank.
- Targeted audience: SEO enables jewelers to target specific keywords related to their products, whether it’s custom engagement rings, luxury watches, or handmade necklaces, allowing you to connect directly with those seeking your unique offerings.
- Local SEO: Local SEO boosts your website’s visibility for customers searching for jewelry businesses in a specific location. This is especially helpful for jewelers looking to attract customers from their local community or region.
- Building trust: SEO helps build trust and authority with both search engines and potential customers by showcasing high-quality, relevant content. This can enhance your reputation and attract new customers seeking trusted jewelers.
Don’t forget!
Jewelry businesses must comply with relevant regulations such as the Consumer Protection from Unfair Trading Regulations and the General Data Protection Regulation (GDPR) when handling customer data. Therefore, SEO and marketing strategies must be designed to align with these compliance requirements while effectively reaching target audiences.
How do search engines work?
Search engines work by crawling billions of webpages with their own web crawlers, known as search engine bots or spiders. These are then stored and saved in an index.
Google Search Essentials (formerly Webmaster Guidelines)
The Google Search Essentials define the actions that webmasters can take to make their websites better indexable or crawlable.
Read them here: Official Google Guidelines
The guidelines are based on three central aspects:
- Crawling – webmasters should support Google in finding websites.
- Indexing – webmasters should help Google to classify and “recognize” the content.
- Usability and user experience – webmasters should support the users of the websites in their use (usability and user experience).
Essentially, according to these Google guidelines, a website should support the search engine in crawling and indexing and ensure a good user experience.
Before you get started with SEO, there are a few prerequisites you want to check off first:
SEO Basics
At a bare minimum, you want to make sure you cover these basic standards before embarking on doing SEO:
- Website Speed – Have a fast loading site so potential customers don’t get tired of waiting for things to load.
- Mobile Friendliness – Make sure your site works on mobile as over 50% of users browse on mobile devices
- Analytics – Setup Google Analytics, Google Search Console & so you can understand what is and isn’t working.
- XML Sitemap – search engines use this to get your site’s URLs
- Robots.txt – tells search engine crawlers where they can (and where they can’t go) on your site.
Technical SEO
Technical SEO is the process of making website and server optimizations to help search engines to crawl and index your site more effectively (and therefore help to improve organic rankings).
Technical errors can hurt a website’s ability to rank. There are potentially a lot of errors, but here are some of the most common that will have the biggest impact when fixed:
- 404 errors
- Broken backlinks
- Poor URL structure
- Duplicate/thin content
- Poor internal linking
- Poor website architecture
- Missing metadata (page titles & meta descriptions)
- Missing H1 tags
Reach more customers with jewelry SEO services
What is keyword research?
Keyword research is the process of identifying the words and phrases that people use when searching for specific products or services:
Once you understand the keywords your target audience is using, you can optimize your website to appear for these in search results.
Think of keyword research like a diagnostic tool for your jewelry business. Keyword research helps you understand what people are searching for online when looking for jewelry products.
For example, if people are searching for “custom engagement rings” or “vintage gold necklaces,” keyword research helps identify these popular terms. This information can be used to optimize your website, so it ranks higher in search results, attracting more customers looking for the jewelry you offer.
Why is keyword research important?
Keyword research is important for jewelry business websites because it helps to:
- understand what people are searching for when they are looking for jewelry and jewelry related services, and to optimize their website accordingly.
- identify the specific needs and pain points of their target audience, which can inform the content they create and services they offer, ultimately leading to more conversion and better customer experience.
- identify the competition in the local area and understand what they are doing, so they can create a more effective SEO strategy.
What keywords are best to target?
Understand that there’s no “best” keywords, just those that are highly searched by your audience. With this in mind, it’s up to you to craft a strategy that will help you rank pages and drive traffic.
The best keywords for your SEO strategy will take into account relevance, authority, and volume. You want to find highly searched keywords that you can reasonably compete for based on:
- The level of competition you’re up against.
- Your ability to produce content that exceeds in quality what’s currently ranking.
Short tail keywords are broad, general keywords that are made up of one or two words:
- Jewelry
- Rings
- Necklaces
- Bracelets
- Engagement rings
Whereas long tail keywords are more specific and longer phrases that are made up of multiple words:
- Custom engagement rings with diamond
- Affordable wedding bands for men
- Best jewelry repair services near me
- Vintage gold necklaces for sale
- Personalized silver bracelets for gifts
How to do keyword research for your jewelry business
To start keyword research: put yourself in your customers shoes.
What words, phrases and terms might they use in order to find solutions to these problems? These are the keywords you want to find and target.
Here is a simple process to follow:
Step 1) Make a list of broad topics
Create a list of general topics related to your business. These might correspond to product categories, services or anything you believe your target audience would be interested in.
For example, broad topics like:
- Custom Jewelry Design
- Engagement Rings
- Jewelry Repair and Restoration
- Diamond Education
- Sustainable and Ethical Jewelry
Step 2) Expand topics into a list of phrases
Now you want to take those topics and expand them into a list of related phrases to target.
Imagine yourself as a buyer looking for your product or service and ask yourself: what would I type into Google?
Whilst keyword research tools are useful here, you can do this for free by Googling your keyword.
For example, Google ‘custom engagement rings’ and you’ll get a list of related questions people ask (which you can answer with blog content):
As well as related searches which may uncover other keywords to target:
Step 3) Analyze your keywords
Once you have a list of potential keywords, you need to gauge which terms are worth targeting.
You’ll need to use a keyword research tool here to pay attention to the following keyword metrics:
- Search volume
- Trends
- Search value over time
- Difficulty
- CPC
- SERP features
But most importantly, you want to consider relevancy and search intent:
Relevant keywords:
For relevancy, you want to ask yourself:
- Are these keywords relevant to my business?
- Do I have a chance of ranking for these terms based on the competition?
- Is ranking for these keywords going to have a positive ROI?
If you can answer YES to the above questions, chances are you have picked a relevant keyword
Search intent:
Search intent is the goal and purpose of a search query in Google. When someone searches for something, they are typically looking for more information before performing an action.
Search intent falls in four buckets:
- Informational – Searchers looking for information, they’ll use words like: how, what, why, when etc.
- Navigational – Searchers trying to find a specific site, they’ll use words relating to the service/product/brand
- Transactional – Searchers looking to purchase, they’ll use words like: buy, cost, pricing, cheap etc.
- Commercial investigation – Searchers researching prior to making a purchase, they’ll use words like: best, review, comparison etc
Not only is it important to select good keywords, but also to pick keywords you have a chance of ranking for.
For example, if you want to rank for the keyword: ‘Handmade Gold Bracelets’ but your page doesn’t showcase handmade designs or gold bracelets, you are not meeting a searcher’s intent and may struggle to rank for it.
Find profitable jewelry keywords
What is on-page SEO?
On-page SEO describes specific elements of the pages on your website that you control, such as:
- Title tags
- Meta descriptions
- Header tags
- Internal linking
- Images
- Content
Why is on-page SEO important?
On-page SEO is crucial for jewelers because it helps ensure that their website is easily found and understood by search engines, increasing visibility and driving more traffic to the site. This can ultimately lead to more customers for the jewelry business.
For example, if a jeweler specializes in “custom engagement rings” and that service is not mentioned or highlighted on the website, it will be less likely for the site to appear in search results when someone searches for “custom engagement rings” or similar terms. However, if the jeweler optimizes the website with “custom engagement rings” as a focus keyword, it is more likely to appear in search results when potential customers search for that term, increasing the chances of attracting interested buyers.
Additionally, on-page optimization can enhance the overall user experience, leading to higher engagement and conversion rates. A well-organized, easy-to-navigate website with clear calls to action like “Shop Now” or “Request a Consultation” can help convert visitors into customers.
On-Page SEO Checklist
- Use short & descriptive URLs – this helps people searching to understand what your page is about in Google.
- Write a good title tag & meta description – these show up in Google and help searchers understand what your page is about.
- Linking to relevant resources – this helps users to navigate your website.
- Optimize your images – give them a descriptive filename and alt text.
- Add schema markup – this helps search engines to understand your content
- Add internal links – these help Google understand what your page is about and to navigate your website.
Get actionable insights into your jewelers SEO
What is off-page SEO?
Off-page SEO refers to specific actions done outside of your website, such as getting backlinks from other websites or social media.
What is link building?
Link building is the practice of building one-way hyperlinks (also known as “backlinks”) to a website with the goal of improving SEO. Common link building strategies include content marketing, building useful tools, email outreach, broken link building and guest posts.
Why is link building important?
Link building is important for jewelers because it helps to increase the visibility of a website on search engines. Google, for example, use links to a website as a way to determine the authority and trustworthiness of a website.
The more high-quality links that point to a website, the more likely it is to be considered an authority in its field and be given higher rankings in the SERPs (search engine results page).
This increased visibility can drive more traffic to a website, which can lead to more customers for the jewelry business.
Link Building Tactics:
- Guest posts (either DIY it or use a done-for-you guest post service)
- Buying backlinks (like authority links)
- Content marketing (like linkable assets or editorial links)
- Tried and tested SEO methods (like blogger outreach, broken link building
- Using what you’ve got (link reclamation and brand mentions)
Additionally, link building can help establish a jewelry business as a reputable and trustworthy provider, which is key in attracting new customers. High-quality links from reputable websites in the jewelry industry can signal to potential customers that the business is well-respected and reliable.
Link building can also drive referral traffic, where visitors are directed to your website through a link on another site. This increases brand awareness and helps reach new audiences who may not have discovered your business otherwise.
In summary, link building is important for jewelers because it enhances visibility, builds reputation and trust, and drives more referral traffic, ultimately leading to more customers.
Get high quality backlinks
Jewelry business SEO Best Practices (+ 4 Tips)
- Use HTTPs (SSL certificates)
- Make sure your web site pages load fast
- Target a relevant topic that has traffic potential
- Meet search intent
- Target a topic you can compete for
- Use your target keyword in your page title, H1 tag and URL
- Use a short (but descriptive) URL
- Write a good title tag and meta description
- Optimize your images
- Write good content
- Add internal links
- Get more quality backlinks
4 Actionable Jewelers SEO Tips
Here are some things you can do to begin the process of developing a good jewelry business marketing strategy.
- Add relevant keywords
- Optimize for local searches
- Start blogging
- Earn links
1. Add relevant keywords to your website
People looking for jewelry often search for specific items or services like custom engagement rings or jewelry repairs. Long-tail searches, while having fewer searches overall, tend to bring highly targeted traffic that is more likely to convert into real customers.
For example, instead of just optimizing your website for generic terms like “jewelry” or “rings,” you could add keywords like “custom engagement rings in [your city],” “vintage jewelry repair near me,” or “handmade silver necklaces in [your area].” This helps attract people who are specifically looking for the unique jewelry offerings you provide.
2. Optimize your site for local searches
If your SEO plan doesn’t use local SEO to target specific areas, you’ll likely miss out on some great leads. Adding the name of your town and nearby towns to your website copy is the easiest way to get better results.
But don’t forget about things on your site besides writing copy. You should also add places to the titles and URLs of your pages.
Also, make sure that your business is listed on Google Maps and local directory sites. This will help your business show up more in local searches.
3. Start writing useful content
The main goal of jewelry business SEO is to get more customers by making your website more visible in Google.
One way to do this is by writing a blog. If you create a blog with tips on how to care for jewelry, like how to clean gold rings or store diamonds properly, you’ll attract interested readers and potential customers. As your traffic grows, so will your search rankings, and people looking for jewelry care or products in your area will turn to you as a trusted and reliable source.
4. Earn quality links
How high your site ranks in search results for keywords and phrases related to your business depends on how many and how good the links are to it. This means that you need to get good links if you want to keep your rankings.
You can do this by making good content and reaching out to bloggers and leaders in your field to ask them to share it. This will not only help you move up in search results, but it will also make your jewelers look like a leader in the field.
Backlinks are a very important part of SEO for jewelry businesses. They are like a vote of confidence for the content you put out. Because of this, links are one of the most important ways that search engines like Google decide how to rank pages.
- Not doing enough keyword research
- Not matching user/search intent
- Targeting keywords that are far too difficult
- Not building enough quality backlinks
- Breaking Google’s Terms of Service when building backlinks
- Missing out on internal link opportunities
- Not allowing Google crawl your content
- Not allowing Google index your content
- Having a very slow site
- Treating SEO as a one-time thing
How does jewelry business SEO work?
SEO for jewelers means making sure that your website is optimized for both search engines and users. This makes your website more visible in relevant and organic search results.
Optimizations include:
- on-page SEO
- link building
- technical SEO review
- content audit
- local citation audit
Why do jewelers need marketing?
It helps set your business apart.
Your customers are your clients. A marketing plan not only helps you identify your target market but also helps your customers understand why they should choose your jewelry store.
A strong jewelry marketing strategy should attract new customers, retain the ones you have, and increase awareness of your unique offerings. The main goal is to get potential customers to visit your store, browse your collection online, or make a purchase.
How long does jewelry business SEO take?
Typically, jewelers SEO takes at least six months to deliver results.
In some cases, businesses may start to see results like increased traffic, phone calls, and appointments, in faster time frame than this.
Although typically 6 months is a good benchmark as SEO is a long-term strategy vs. a short-term strategy like PPC.
How much does SEO for jewelers cost?
Prices for jewelry website SEO depend on multiple factors, but the average cost for jewelry business SEO is $1500 – $5000 per month.
If you’re looking to partner with a consultant or jewelry SEO expert, the average rate is $100 – $300 per hour.
What’s Next?
Guest Posts
We do guest posts better than anyone else with complete transparency. You get to approve all placements before they’re made and even the exact anchor text that’s going to be used. Site owners themselves will produce your content to guarantee its a perfect match.
Content
Crafting the right message isn’t just a matter of choosing the right words. We develop site content and blogs using the latest tools to determine the right keywords and balance of terms to build high-performing content.
Managed SEO
Sometimes, it takes more than just one service to make a difference. Multiple services working in concert can amplify the effect and create the growth that’s evaded you in the past. Talk to us about managed SEO campaigns built around any of your goals.
Too busy running your jewelry business to do SEO?
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